Consumer Behavior (modern era)

Dynamic consumer behavior as reflected above, it is
means that the behavior of a consumer, consumer group or whatever
society is always changing and moving all the time. This matter
has implications for the study of consumer behavior, as well as on
development of marketing strategy. In terms of the study of consumer behavior,
one of the implications is that generalizing consumer behavior
usually limited for a certain period of time, products and individuals or
specific groups. Thus, in terms of strategy development
marketing the dynamic nature of consumer behavior implies that a person
should not expect about the same marketing strategy can be
delivering the same results across time, markets and industries. (Setiadi,
2008: 3)
Still according to Setiadi (2008: 12) that culture is a factor
determinants of one's most basic desires and behaviors, with
another word is a major factor in decision-making behavior
and buying behavior. For that in relation to behavior
consumer, culture can be defined as the total number of beliefs
(beliefs), values ​​(values) and custom (customs) are studied
and aimed at the consumer behavior of certain community members.

In line with the above statement, who view culture as the totality of experience
human, where "culture or civilization is taken in the sense Broad ethnography is an entire complex that includes knowledge,
beliefs, art, morals, laws, customs and capabilities and other customs possessed by human beings as members of society ".
Thus, both knowledge, faith, art, morals, law,
customs and capabilities and other habits are
mental constructs that influence attitudes that then affect
against one's tendency to act on behavior
certain. As an example ; someone chooses between clock / watch brands GUESS
or Alexander Christtie, when choosing he will use beliefs and
values ​​in the form of perceptions of the quality to be gained and
perception of how famous and how many people are
use the product.
So it can be concluded that culture influences behavior
purchases because culture absorbs into everyday life. Culture
establish what we hear and eat, where we live and
where we travel as well as culture also affects us
buy and use the product and our satisfaction with
these products. (Setiadi, 2008: 344)